The Dark Side of Personalization

How Personal Data Collection and Data Use influence Privacy Concerns, Personalization and Willingness to Transact

Business & Finance, Marketing & Sales
Cover of the book The Dark Side of Personalization by Jörg Ziesak, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Jörg Ziesak ISBN: 9783656321576
Publisher: GRIN Verlag Publication: November 27, 2012
Imprint: GRIN Verlag Language: English
Author: Jörg Ziesak
ISBN: 9783656321576
Publisher: GRIN Verlag
Publication: November 27, 2012
Imprint: GRIN Verlag
Language: English

Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,2, Maastricht University, course: International Business - Strategic Marketing, language: English, abstract: 'Online Privacy Fears Stoked By Google, Twitter, Facebook Data Collection Arms Race', 'Your E-Book Is Reading You', ''Instant personalization' brings more privacy issues to Facebook'. These are only a few recent examples of media headlines dealing with the issue of online privacy and personalization. Scholars and managers have repeatedly stated the benefits of personalization, which is targeting products and services to individual customers and constitutes a key element of an interactive marketing strategy. To be able to accurately estimate the needs and wants of customers, it is necessary to gather a significant amount of information. Privacy concerns may arise when personal information about customers are gathered. If this arises, personalization can backfire by making clients reluctant to use the service or - even worse - developing a negative attitude towards the company. A recent survey by Opera Software (2011) found, that Americans fear online privacy violations more than job losses or declaring personal bankruptcy. This had induced politicians to introduce regulations and laws that address online privacy that safeguard consumers against online monitoring and intrusion into confidential user information. However, privacy online remains a complicated issue for both, managers and politicians, because new personalization technology emerges at a much faster pace than political regulations and guidelines. This study establishes a link between different types of data collection, data usage and concerns for information privacy. It also analyses the impact of privacy concerns on value, risk and usability perception of personalization and the users' willingness to transact with the website. It develops a conceptual framework and tests it by collecting responses to a questionnaire from an online-crowdsourcing sample of Amazon Mechanical Turk.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,2, Maastricht University, course: International Business - Strategic Marketing, language: English, abstract: 'Online Privacy Fears Stoked By Google, Twitter, Facebook Data Collection Arms Race', 'Your E-Book Is Reading You', ''Instant personalization' brings more privacy issues to Facebook'. These are only a few recent examples of media headlines dealing with the issue of online privacy and personalization. Scholars and managers have repeatedly stated the benefits of personalization, which is targeting products and services to individual customers and constitutes a key element of an interactive marketing strategy. To be able to accurately estimate the needs and wants of customers, it is necessary to gather a significant amount of information. Privacy concerns may arise when personal information about customers are gathered. If this arises, personalization can backfire by making clients reluctant to use the service or - even worse - developing a negative attitude towards the company. A recent survey by Opera Software (2011) found, that Americans fear online privacy violations more than job losses or declaring personal bankruptcy. This had induced politicians to introduce regulations and laws that address online privacy that safeguard consumers against online monitoring and intrusion into confidential user information. However, privacy online remains a complicated issue for both, managers and politicians, because new personalization technology emerges at a much faster pace than political regulations and guidelines. This study establishes a link between different types of data collection, data usage and concerns for information privacy. It also analyses the impact of privacy concerns on value, risk and usability perception of personalization and the users' willingness to transact with the website. It develops a conceptual framework and tests it by collecting responses to a questionnaire from an online-crowdsourcing sample of Amazon Mechanical Turk.

More books from GRIN Verlag

Cover of the book Sprachdidaktik der Reproduktion by Jörg Ziesak
Cover of the book Das psychische Trauma und und die Posttraumatische Belastungsstörung. Gibt es eine Prädisposition? by Jörg Ziesak
Cover of the book Aspektuelle Verbalperiphrasen im Spanischen by Jörg Ziesak
Cover of the book Hof und Stadt (1600 bis 1750) Würzburg by Jörg Ziesak
Cover of the book Humboldts und Hegels klassischer Bildungsbegriff by Jörg Ziesak
Cover of the book Frauenfußball. Weibliche Sozialisation by Jörg Ziesak
Cover of the book Die Figur des Harry Potters by Jörg Ziesak
Cover of the book Sozialsystem 'Familie' by Jörg Ziesak
Cover of the book Eine Region als optimaler Währungsraum by Jörg Ziesak
Cover of the book Steuerliche Aspekte der Unternehmensnachfolge by Jörg Ziesak
Cover of the book Berufstätige Mütter in der gegenwärtigen Gesellschaft. Vor- und Nachteile by Jörg Ziesak
Cover of the book Nahrungsmittelkrisen im neuen Jahrtausend by Jörg Ziesak
Cover of the book 'Vote-Swapping' - eine Möglichkeit, taktisch zu wählen? by Jörg Ziesak
Cover of the book Supply Chain Monitoring in der Automobilindustrie by Jörg Ziesak
Cover of the book Welche Chancen gibt es, Unternehmensethik in ein Unternehmen zu implementieren? by Jörg Ziesak
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy